Asks how many people are working on a charity now. A few are. But the tactics work for other sites as well.

Start with why people aren’t converting.

Overcome skepticism. People aren’t sure how their money is going to be used. We’re not trying to win awards, we’re trying to drive conversions. “For every Pound you donate, 99 pence will be used for …” Spell out the benefits. He shows sites where it’s really hard to find the Donate button.